Articles for sale

#5315. Effects of sponsorship quality and quantity on employee brand behavior

August 2026	publication date
Proposal available till	13-05-2025
4 total number of authors per manuscript	0 $

The title of the journal is available only for the authors who have already paid for

Journal’s subject area:

Strategy and Management; Marketing;

Places in the authors’ list:

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Contract №5315.1	Contract №5315.2	Contract №5315.3	Contract №5315.4

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Abstract:
Over the past three decades, corporate sponsorship has evolved into a key element in the marketing communications mix. More recently, the concept of “sponsorship-linked internal marketing” has attracted interest among scholars who study how sponsorship can build corporate identity and increase employee involvement. However, existing knowledge about the effects of sponsorship on employees is still sparse, despite the prevalent rationale that an employer’s sponsorship activity may influence employees’ perceptions of their employer and their behavior within the organization. This research responds to calls to investigate the strategic application of sponsorship within the firm (Farrelly et al. in J Sport Manag 26(6):506–520, 20XX). Grounded in signaling theory and prior sponsorship research, we develop and empirically test a sponsorship effectiveness model among employees of a Swiss retail company.
Keywords:
Brand behavior; Brand commitment; Branding; Sponsorship; Sponsorship-linked internal marketing

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